In a bid to promote Federal Bank's debit card loyalty programme, the out of home (OOH) agency Mudra Max OOH executed a two-month long OOH campaign between December 2011 and January 2012. The launch of the loyalty programmme coincided with The Grand Kerala Shopping Festival (GKSF).

As part of the campaign, the agency created two 8 X 10 feet, and two 10 X 12 feet shopping bags. The giant bags were kept at the entrance of various malls such as the Oberon Mall in Cochin, Focus Mall in Calicut, and Big Bazaar in Thrissur and Trivandrum.

In addition, the agency made two billboards in which an image of a card with the swiping machine was separately attached on the billboard. The billboards had different measurements. While the one placed at Vyttila, Cochin, measured 60 X 18 feet, and the swiping card image measured 8 X 4 feet, the second billboard placed at Eranjipalam, Calicut, measured 50 X 25 feet, with a 6 X 3 feet swiping card and machine image.

Sonia Lal, vice-president, Mudra Max, OOH, South, says, "Since GKSF is a unique shopping fiesta that redefines the very essence and enjoyment of shopping for Keralites, who look forward to participate in various activities during this festive time, our outdoor campaign helped us enhance maximum interaction and participation of the people in the shopping festival, thereby acquiring good publicity for Federal Bank."

The agency has used a mix of media for the outdoor campaign including billboards, bus queue shelters (BQS), tree guards, mall branding, mobile billboards, traffic signals and shopping trolleys across Kerala, focussing on the key districts of Calicut, Cochin, Trivandrum, Thrissur, and Kotayyam.

The creative remained the same for the entire outdoor campaign with a message that read 'Oro swiplilum non-stop nettam', which meant 'Har swipe me non-stop jeet.'

Mandeep Malhotra, president and head, Mudra Max (OOH, retail, experiential), says, "Federal Bank broadcasted this venture through OOH. The Grand Kerala Shopping Festival 2011-2012, was the largest of its kind in Asia with fresh enterprises, mind blowing offers and exciting prizes both for shops and shoppers."

The campaign objective was to promote the product benefits and increase the product usage by targeting the influx of non-resident Indians (NRIs) into Kerala in the holiday season, along with Christmas and/New Year shoppers.

Anand Chugh, chief manager, marketing, Federal Bank, elaborates on the result of the campaign, "On the basis of data available, the amount of spends each day, in the first week of the campaign, increased by 25 per cent in a month. Even if we remove the seasonality bit, there was considerable growth of 16 per cent in spends per day within a few weeks of the launch of the programme."